Beyond Consumption: Shaping Values and Raising Awareness with Advertising Campaigns

Auteurs

DOI :

https://doi.org/10.34630/e-rei.vi12.5787

Mots-clés :

Advertising Influence, Social Campaigns, Discourse Analysis, Positive Impact Awareness, Societal Values

Résumé

In this article, we look into the pervasive influence of advertising as a discourse, by analysing diverse public communication campaigns addressing social issues. To do so, the article refers to academic studies dealing with road safety, charity, child vaccination, AIDS treatment, and domestic violence across various cultural contexts. With this analysis, we are moving beyond the conventional view of
advertising tied to consumption. Despite being often criticized for its manipulative nature, advertising can have positive impacts, notably when it raises awareness of social problems. Therefore, in this article, we delve into the social consequences of advertising
discourse: for instance, insights into beauty product advertising highlight dual impacts on female self-image; on the other hand, campaigns promoting mental health can result in positive outcomes. This article is a contribution to a deeper understanding of
advertising's role when it comes to shaping societal values and ideologies, by showcasing its potential to influence individual decisions for broader social benefits.

Bibliographies de l'auteur

Elayne Esmeraldo, Universidade Fernando Pessoa (Porto, Portugal)

Psicóloga clínica e Doutora em Ciências da Comunicação pela Universidade Fernando Pessoa
(Porto, Portugal). https://doi.org/10.3390/socsci12100536; laynesmeraldo@gmail.com

Elsa Simões, Universidade Fernando Pessoa (Porto, Portugal)

Professora Associada na Universidade Fernando Pessoa (Porto, Portugal). PhD em Linguística
– Discurso Publicitário (Universidade de Lancaster, UK). Membro integrado do centro de investigação
LabCom - Comunicação e Artes, da Universidade da Beira Interior (UBI), Pesquisa nas áreas de
publicidade online e tradicional, comunicação de marketing digital, estratégias discursivas em fóruns de
discussão online e tradução intersemiótica. Participa assiduamente em conferências nacionais e
internacionais e publica sobre estes temas em revistas científicas indexadas e em capítulos de livros
académicos em editoras de referência. esimoes@ufp.edu.pt

Ana Isabel Sani, Universidade Fernando Pessoa (Porto, Portugal)

Professora Associada com Agregação da Universidade Fernando Pessoa (Porto, Portugal).
Título de Agregado em Estudos da Criança e Doutorada em Psicologia da Justiça pela Universidade do
Minho (Braga, Portugal); Membro integrado no Centro de Investigação em Estudos da Criança (CIEC) na
UM. Cocoordenadora do Observatório Permanente Violência e Crime (OPVC) da UFP. Membro da Open
Council of Europe Academic Networks (OCEAN). Desenvolve investigação nos temas da vitimação,
violência doméstica e proteção à vítima (crianças e mulheres). Preletora em conferências e autora de
várias publicações nacionais e internacionais. anasani@ufp.edu.pt.

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Publiée

2024-06-05

Comment citer

Esmeraldo, E., Simões, E., & Sani, A. I. (2024). Beyond Consumption: Shaping Values and Raising Awareness with Advertising Campaigns. E- Revista De Estudos Interculturais , (12). https://doi.org/10.34630/e-rei.vi12.5787

Numéro

No 12 (2024)

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Artigos

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© E-Journal of Intercultural Studies 2024

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